Ex-StriVectin VP Smitha Rao Launches Parëva Beauty

Smitha Rao, former Chief Innovation Officer and Vice President of Product Development and Regulatory Affairs at StriVectin, has launched Parëva Beauty, a skin longevity brand designed for all ages.

Having worked with over 15 brands throughout her career, Rao was inspired to create a skincare brand that champions radical transparency while delivering clinically proven results.

“In my nearly two decades in the beauty and wellness industries, I’ve had the privilege of launching more than 200 products. I’ve seen firsthand how skincare can transform self-perception, boost confidence, and ultimately change lives,” Rao explains. “But as much as I’ve witnessed the power of beauty, I’ve also seen the industry move backwards—whether by oversimplifying science, promoting age-shaming, using unrealistic models, or hiding behind ‘magic’ and ‘miracles’ with exaggerated claims. My dream was to create a modern beauty brand rooted in transparency and integrity, reclaiming science as something everyone can understand and trust.”

And Rao is backing up that promise with an ambitious—and public—timeline for the brand. By 2028, the brand will establish a science-backed climate goal. By 2029, it aims to achieve B Corp certification and ensure at least 70% of its packaging is refillable or made from recycled materials. By 2030, Parëva plans to implement a best-in-class digital traceability system, tracking 100% of its ingredients and packaging components from origin to consumption.

For now, the brand is making an impact with science-backed, simplified routines—minimising unnecessary products and waste while rejecting fearmongering, age-shaming, and unrealistic beauty standards. Reinforcing its commitment to transparency, each Parëva Beauty product includes ‘The (F)actuals,’ a document detailing its formulation and testing.

Parëva Beauty is powered by its proprietary Molecur 3 technology, designed to address seven key hallmarks of aging by targeting inflammation, intrinsic aging, stress, and UV damage. Inspired by Nobel-winning research, it is a non-GMO plant-stem cell technology that features three potent botanicals—Goji stem cells, sunflower stem cells, and pincushion flower stem cells.

The New York-based brand debuts with three products, priced between $49 and $74:

5 Firming Glow Serum – a preventive treatment containing35.5% bioactives to brighten, firm, and even out the complexion.
COLL20 Restorative Gel Cream Moisturizer – a restorative formula with20% high-potency bioactives designed to smooth lines and wrinkles.
5 Hydrabond Primer – a multi-tasking primer featuring5.5% bioactives, light-reflecting pigments, and soft-focus powders for a flawless makeup base.

All Parëva Beauty products are sustainably packaged, non-GMO, vegan, clinically tested, dermatologist-tested, and cruelty-free. They are also free from sulfates, parabens, phthalates, alcohol, dyes, formaldehyde, and mineral oil.

Parëva Beauty is available online at parevabeauty.com.